5 Tips for Music Composition in Marketing
Written by  Daisie Team
Published on 7 min read


  1. Match Music with the Brand Identity
  2. Use Music to Trigger Emotions
  3. Consider the Cultural Context
  4. Experiment with Sound Textures
  5. Keep the Music Versatile

Music is a powerful tool in marketing, and knowing how to use it effectively can significantly impact your campaign's success. This blog will provide you with five helpful tips on how to use music composition for a marketing campaign. We'll discuss matching music with brand identity, using music to trigger emotions, considering cultural context, experimenting with sound textures, and keeping the music versatile. Let's dive in!

Match Music with the Brand Identity

When it comes to using music in marketing, the first thing to consider is how the music aligns with your brand. The music should be an extension of your brand's story, personality, and values—like an unspoken language that communicates who you are and what you stand for.

Understanding Your Brand

Before you can match music with your brand, you need to understand your brand in and out. What's your brand's story? What are the values you uphold? What's your brand's personality? Is it fun and quirky, or is it serious and professional?

Finding the Right Music

Once you've got a clear understanding of your brand, it's time to find the right music. Here are a few steps you can follow:

  • Genre: The genre of the music can set the overall mood. For example, a tech company might go for electronic music, while a fashion brand might prefer something trendy and upbeat.
  • Mood: The mood of the music should reflect the mood of your brand. If your brand is all about relaxation and tranquility, go for calm and soothing music.
  • Lyrics: If the music has lyrics, make sure they don't contradict your brand's message. They don't necessarily have to tell your brand's story, but they shouldn't tell a different story either.

Consistency is Key

Lastly, it's important to maintain consistency. If you're using music across different marketing channels—from TV commercials to social media ads—make sure to use music that's consistent in style and mood. This helps strengthen your brand identity and makes your brand more memorable in the minds of your audience.

Remember, the goal is not to pick a popular song and hope it sticks, but to choose music that reflects your brand's identity and resonates with your target audience. This is how you use music composition for a marketing campaign effectively.

Use Music to Trigger Emotions

Music has the power to stir emotions and create lasting impressions. It can make us feel happy, sad, excited, or nostalgic. When used effectively in marketing, it can evoke feelings that drive consumer behavior and decision-making. So how can you use music composition for a marketing campaign to trigger emotions?

Tapping into the Power of Emotions

Music is like a secret weapon when it comes to triggering emotions. It can create a sense of urgency, generate excitement, or bring about a calming effect. For instance, fast-paced music can create a sense of urgency, while slower music can promote relaxation.

To tap into this power, try to understand the emotional response you want to evoke in your audience. Do you want them to feel excited, inspired, or perhaps nostalgic? Once you've figured this out, you can then choose music that triggers these specific emotions.

Creating Emotional Connections

Music can also help create emotional connections with your audience. A familiar tune or a catchy melody can make your audience feel connected to your brand. This connection can lead to increased brand loyalty and more conversions.

Consider using music that your target audience can relate to. For instance, if your target audience is millennials, you might want to use music that was popular during their teenage years. The familiarity of the music can trigger positive emotions and create a strong connection between your brand and your audience.

Emotion in Action: Case Study

Consider the case of Coca-Cola. Their famous "I'd Like to Buy the World a Coke" campaign in the 1970s used a catchy jingle that evoked feelings of unity and harmony. This campaign was a huge success and is still remembered today as a classic example of how to use music to trigger emotions in marketing.

Remember, the goal is not just to play music in the background, but to use it as a tool to evoke specific emotions that align with your brand's message and campaign goals.

Consider the Cultural Context

Music is a universal language, but it's also deeply rooted in culture. Different cultures have different musical styles, rhythms, and sounds that resonate with them. So, when using music composition for a marketing campaign, it's important to consider the cultural context of your target audience.

Understanding Cultural Nuances

Every culture has its unique music style. For instance, Latin music often features fast rhythms and brass instruments, while Indian music might feature sitars and tabla drums. Understanding these cultural nuances can inform your choice of music and help you strike a chord with your audience.

Research about the musical preferences of your target culture. What kind of music do they listen to? What musical elements are characteristic of their culture? Use this knowledge to inform your music composition choices.

Respecting Cultural Sensitivities

While music can be a great way to connect with a specific culture, it's also important to respect cultural sensitivities. Inappropriate use of cultural music can lead to accusations of cultural appropriation and damage your brand's reputation.

Always ensure the music you use is appropriate and respectful of the culture it represents. Get permission if necessary, and avoid using music associated with religious or ceremonial customs unless it's appropriate and has been approved by the community.

A Cultural Success Story: McDonald's

Here's a practical example of how to use music composition for a marketing campaign while considering cultural context. McDonald's "I'm Lovin' It" campaign is a global success, but did you know that the jingle is adapted to suit different cultures? In China, for instance, the jingle was performed in a style resembling Chinese pop music, which helped the campaign resonate with the local audience.

So remember, when it comes to using music in marketing, it's not just about the notes and the rhythm — it's about the culture, too.

Experiment with Sound Textures

Just as a painter uses a variety of brush strokes and color palettes to create a compelling piece of art, a music composer also has a toolbox of sound textures at their disposal. When using music composition for a marketing campaign, don't hesitate to play around with these sound textures to create a unique auditory experience that captures your brand's essence.

Exploring Different Musical Elements

Sound textures refer to the different elements that make up a piece of music, such as rhythm, melody, harmony, and timbre. By experimenting with these elements, you can create a variety of moods and emotions that align with your brand message.

For instance, a fast rhythm can create a sense of excitement, while a slow tempo may evoke feelings of calmness or serenity. Similarly, a catchy melody can make your ad memorable, while a unique timbre can help your music stand out from the crowd.

Uncovering Unique Combinations

One of the exciting aspects of music composition is the endless possibilities for unique combinations of sound textures. For example, combining a fast rhythm with a melancholic melody can create a bittersweet mood, which could be perfect for a brand that wants to evoke feelings of nostalgia.

Experimenting with different combinations of musical elements can lead to surprising results and help you create a unique sound identity for your brand. So don't be afraid to think outside the box and try something different!

Success Through Sound Textures: Intel

Consider the iconic four-note melody of Intel's "Bong" jingle. This simple yet effective use of sound texture has helped Intel create a distinctive sound identity that is instantly recognizable to millions around the world. It showcases how experimenting with sound textures can yield powerful results when composing music for marketing campaigns.

In conclusion, sound textures can dramatically enhance your music composition and help your marketing campaign stand out. So go ahead, experiment, and see what unique combinations you can come up with!

Keep the Music Versatile

When you're composing music for a marketing campaign, it's important to keep it versatile. Versatility in music means that it can adapt to many different situations, mediums, and audiences. It should be like a chameleon, blending seamlessly with your brand's varying messages and platforms.

The Power of Versatile Music

Music that is versatile can be used across multiple campaigns, platforms, and mediums without losing its impact or effectiveness. It should feel as at home in a TV commercial as it does on a social media post or a radio ad. This not only gives your brand a consistent voice but can also save you time and resources in the long run.

Finding Balance in Versatility

However, creating versatile music doesn't mean it should be generic or lack personality. The challenge is to strike a balance between adaptability and distinctiveness. Your music should be flexible enough to fit different scenarios, yet distinctive enough to stand out and be recognizable.

A good starting point is to consider your brand values and the emotions you want your music to evoke. Then, think about how you can express these through different musical elements while keeping the overall composition adaptable.

A Versatile Success Story: Coca-Cola

One brand that has mastered the art of musical versatility is Coca-Cola. Whether it's the festive jingle in their Christmas ads or the upbeat tunes in their summer campaigns, Coca-Cola's music always manages to be both versatile and distinctive. This has helped the brand maintain a consistent musical identity while adapting to different campaigns and seasons.

In sum, keeping your music versatile is a smart strategy when composing music for marketing campaigns. It allows your music to be a flexible tool that can enhance your brand's message across different platforms and scenarios.

If you enjoyed these tips for music composition in marketing and want to further develop your skills, check out the workshop 'Indie Film Composing: Storytelling In Music' by Daisy Coole. Although this workshop focuses on film composing, the principles of storytelling in music can be applied to marketing as well. Learn how to create compelling and memorable music compositions that enhance your marketing campaigns and tell your brand's story.